Karishma Lintas unveils new campaign for Paper Boat

17 Mar,2015

By A Correspondent


With the premise of making one revisit their old memories, Paper Boat has launched its first multimedia campaign advocating the same. In sync with its brand philosophy of ‘Drinks and Memories’, the videos have a very distinct narrative. The social media video was launched on Facebook, followed YouTube, last week and is now being supported by a robust TVC campaign.


Literary legend Gulzar has penned the lyrics that is an adaptation of Malgudi days. The campaign has been created by Karishma Lintas.


Speaking about the TVC’s, Rajesh Ramaswamy, Group Creative Director, Karishma Lintas, said: “Even before we pitched for Paper Boat, we were avid followers of their work. Right from their proposition of ‘Drinks and memories’, to their packaging to their range of drinks, we love the brand. Everything about the brand could be described in two words. Original and Simple. The challenge given to us was to create a storyline with same originality and simplicity. To revive memories of childhood is easier said than done. Finally, after four months, we managed to recreate 3 minutes 35 seconds of childhood.”


The film campaign has been visualized in two legs: a theme film for the internet (3 minutes and 35 seconds long), and four short, product-specific films, much like TV commercials that are 30 seconds each in duration. The objective is to communicate Paper Boat’s core brand promise: that of Drinks and Memories.


The theme film is an ode to Memories, harking back to an age of timelessness – that of our collective childhoods. In an age of increasing cynicism and mounting urban angst, this short film documents the tiny sagas of growing up, and aims to remind everyone of childlike joy, magic and wonder.


The four shorter stories explore product-specific memories – memories triggered by the products themselves, a core insight that the brand has built its entire portfolio on. The products chosen were the favorites-by-volumes from the Paper Boat range: Aamras, Aam Panna, Jamun Kala khatta, Jal jeera, and Chilled Rasam. These short films have been released on primetime television, as well as on media channels like YouTube.


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